NERF to open first indoor attraction

The first NERF-dedicated family entertainment center is set to launch in the Marina Square Shopping Mall later next year.

The first NERF-dedicated family entertainment center is set to open in Singapore at the Marina Square Shopping Mall in fall/winter 2019. NERF Action Xperience will occupy 18,000 square feet on the mall’s ground floor, offering multiple activity zones that encourage teamwork and active play.

Hasbro inked a licensing agreement with Kingsmen Creatives earlier this year to build and operate a number of NERF experiences across Asia Pacific, and its NAX Singapore subsidiary secured the venue. Marina Square Shopping Mall features five levels, 200 specialty shops and three hotels.

The toymaker’s ongoing efforts to expand its live and location-based offerings include a recent licensing deal with LA-based Kilburn Live to create, build and operate themed family entertainment centers across the US and Canada. Mattel similarly opened the doors to a permanent play attraction in Holland recently, and Entertainment One is partnering with Merlin Entertainments to launch Peppa Pig World of Play locations in Shanghai and Texas.